This Quirks Media article, Tips For Using Johnson’s Relative Weights Analysis, explains Johnson’s relative weights analysis, a technique used to evaluate how the response (dependent) variable relates to a set of predictors when those are correlated to each other.
Consumers’ response to the brand revolves around the brand’s image. This makes the concept an essential input into marketing strategy since a positive, strong brand image will presumably lead to choosing a particular brand.
Below are examples of Multivariate Solutions Branding measurement approaches we have encountered, or developed for our use.